Consumer Insight: Young Singaporeans (those graduating soon or early careerists) want to be more than just paper pushers. They want their jobs and careers to expose them to new experiences, with their job scope allowing them to have a wide variety of tasks and responsibilities, and where they’re able to add positive value to others’ lives. While brand names are certainly attractive, they’re more likely to assess whether those companies are able to channel them down a path of growth and self-improvement everyday. Ultimately, they want their values to align with their prospective employer’s.

The Issue: Just the mention of Prudential makes our audience pigeonhole the brand into ‘just an insurance company’ that only hires insurance agents.

Brand Insight: Unbeknownst to the masses, Prudential had been slowly transforming its brand; from an insurance company to a digital-first wellness & innovation company. This transformation was found across its ecosystem, from the design of its new office space, launching an innovation & entrepreneurship competition, an industry-leading consumer-facing chatbot, partnering with fintech startups to boost innovation. All of this was done with the sole goal of adding wellness-focused value to its stakeholders - from customers to employees.

The Opportunity: We couldn’t rely on Prudential’s brand equity to attract our audience’s attention. So we had to pique their curiosity via their desire to do innovative, enriching yet impactful work. We had to break the stereotype that Prudential = insurance agent but instead, Prudential = Program Manager / Data Analyst / Finance Manager / UX Designer / Security Analyst and so much more. We had to propel them towards the brand by asking them to guess which company they thought the campaign was about, knowing that they’d never get it right.